Imagine company “X” has an idea for a product or service – say a new widget.  It’s just at the concept stage.  Little or no money has been spent on its development.  So company “X” decides to probe to assess if their target market is interested in the widget, whether people are willing to pay for it, and how much they’re willing to pay.  So they commission a piece of market research. Imagine a negative outcome – that the research shows that there is no money to be made from selling the widget.  Company “X” has incurred … Continue reading

Posted on by Brendan